Being a woman often comes with a long list of unspoken expectations and subconscious compromises: be ambitious but not intimidating, nurturing but not emotional, attractive but not “too much.” It’s a balancing act that never really ends—at home, at work, in society. These compromises weigh on us, often invisibly. They show up in the things we’re expected to do, to absorb, to tolerate—without complaint.
Sometimes, they show up in the smallest, most personal spaces. Like when you have to wait in the longer queue for the women’s restroom, because women don’t have urinals. Like when you have to juggle a thousand things because our dresses don’t have pockets. Like when you have to squeeze into a bench on the train because the men beside you are ‘manspreading’.
Or like your period. A time that should be about rest and renewal becomes another site of silent suffering. Rashes, cramps, discomfort, wetness, the constant worry of leaks—these are things we’ve been taught to accept. “It’s part of life,” people tell us. We never questioned why a pad should irritate us. We just assumed that’s how it is.
But what if it doesn’t have to be?
That’s the philosophy behind Nua and the core idea behind our new campaign, #GoForZero: It doesn’t have to be like this for women – in fact, it shouldn’t. It’s not just about pads. It’s about questioning everything we’ve been told to endure. It’s about asking: what if you didn’t have to carry all this irritation—literal and figurative—every day?
#GoForZero is a mindset. A refusal to accept discomfort as default and expectations other than our own. A permission slip to choose ease, softness, and care—for your body, and for your life.
And the data shows: we’re overdue for that shift.
The Numbers Are Clear: Women Are Carrying Too Much
According to a Neilson’s Women of Tomorrow study, which polled almost 6,500 women throughout 21 developed and emerging countries, Indian women are the most stressed in the world. Another Indian Institute of Management Ahmedabad (IIMA) report found that 67% of women in the workforce struggle to maintain a healthy balance between their professional and personal lives, with 53% of respondents indicating they feel an overwhelming sense of guilt for not spending enough time with their families.
This is no surprise when you see that the Indian Government’s Time Use Survey says women spend 289 minutes on unpaid domestic work and 137 minutes on unpaid caregiving, whereas men spend 88 minutes on chores and 75 minutes on care work.
This isn’t just a time issue. It’s a societal design flaw. One that assumes women will continue to stretch, adapt, absorb, and endure—no matter the cost.
We don’t talk enough about the quiet toll this takes. The burnout that builds slowly. The guilt that kicks in the moment we try to step back.
Which is why #GoForZero doesn’t ask you to do more. It asks you to do less. It invites you to step back from the noise, not push through it. It offers permission to say: “This isn’t working for me, and I don’t have to keep tolerating it.”
What Does It Mean to “Go For Zero”?
At its core, the #GoForZero campaign asks a powerful, personal question:
What would you eliminate from your life if you could?
For some, the answer might be emotional labour, people pleasing, toxic relationships, the pressure to be “on” all the time, or the constant overthinking that comes from being overextended. For others, it could be physical discomfort—rashes from pads, bloating from bad food choices, fatigue from inadequate nutrition.
Go For Zero isn’t about perfection or productivity. It’s about identifying what doesn’t serve you—and giving yourself permission to stop tolerating it.
This could look like:
- Zero irritation from period products that work with your body, not against it.
- Zero guilt for setting a boundary at work or at home.
- Zero tolerance for language that belittles or dismisses your needs.
- Zero hesitation in saying, “This isn’t working for me anymore.”
It’s a simple idea with radical implications. Especially in a culture that glorifies women’s ability to “handle everything.”
It also means choosing comfort without apology. That could be comfort in your body, in your home, or in your emotional space. Choosing to eliminate things that subtly eat away at your wellbeing. Saying no to what makes you shrink, and yes to what lets you breathe.
#GoForZero Isn’t Just a Tagline. It’s a Starting Point.
At Nua, this idea is embedded in everything we do. Our Zero Irritation Promise is about more than just physical comfort—it’s about reimagining a world where women don’t have to suffer quietly through anything. Not through rashes from synthetic pads. Not through the discomfort of never being heard.
#GoForZero is about reclaiming mental space. It’s about creating room for creativity, joy, or just nothingness. The kind of space that doesn’t need to be earned. It’s about trusting that you don’t need to be in pain to be valuable.
That’s why our campaign is framed as a rallying cry. Because it’s time to stop celebrating how much women can put up with—and start making space for how much better things could be.
So ask yourself:
What is the one thing you’d like to go for zero on?
What could you gently let go of to feel more like yourself?
You don’t need to do it all. You just need to start somewhere.
#GoForZero
Because you were never meant to carry everything.
Tell and tag us on Instagram: What would you #GoForZero on? What would you eliminate from your life if you could?
